Prioritize answering questions that people are most often asking
People don’t search for keywords in search engines. Instead, they use search engines to answer questions to find an answer to a question. For example, the primary keyword we optimized for our spa client is “body massage,” which is not the question. Examples of queries are:
- Is a body massage beneficial to my health?
- What does a body massage do?
- Can we combine body massages with other treatments?
So, using tools like Semrush and Google Search Console is a great way to get high-ranking keywords to build around frequently asked questions.
Write your answers to maximize customer satisfaction
Building meaningful questions to help answer new or existing customers to allows potential customers to click to that next step. For example, create responses to questions with buyer intent or to build creditability and trust instead of just adding contact me for more answers. Be thorough in the questions asked so the buyer can have time to process all the relevant information. If so, revert those potential customers to reach out to a representative to covert customers to buyers.
Add relevant links to your answers to entice the user to click
First, determine what page to link to, figure out where to link from within your answer and what anchor text to use. When you are thinking about a page to link, ask yourself, what is the user looking for, and what is the most relevant and helpful page I should link them to? For example, do I want to link the user to a contact page, a lead capture form, or a blog post where the user can get more information on the question? For best results, it is encouraged to insert links as early as possible to lead the user to act on the site. Creating relevant blog posts to link users to articles related to the information you are trying to convey.
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